Vanilla ice cream was the most purchased flavor in the United States in 2025, holding its top position in all 50 states and Washington D.C. According to data from the online grocery platform Instacart, vanilla accounted for approximately 21% of all ice cream orders nationwide.
Chocolate ranked as the second most popular flavor, making up 7.9% of purchases, followed by cookie dough at 6.9%. These figures suggest that established and familiar flavors continue to be favored over newer or more novel options.
The remainder of the top 10 best-selling flavors included cookies & cream (5.8%), chocolate fudge/brownie (5.1%), peanut butter (4.7%), mint chocolate chip (4.7%), coffee (4.5%), strawberry (3.7%), and cherry (3.1%).
Steve Christensen, executive director of the North American Ice Cream Association, emphasized the unifying nature of ice cream, stating that a good vanilla flavor is indicative of overall quality. "If the vanilla’s good, then everything’s good," he noted.
While consumer interest in healthier ice cream alternatives has grown, purchasing habits show a strong preference for traditional choices. Brands like Halo Top, which market themselves as lower-calorie options with added protein, saw significant search interest. However, in terms of sales volume for 2025, Breyers, Blue Bunny, and Turkey Hill were the top-selling brands. Häagen-Dazs emerged as the most purchased brand among Instacart users, edging out Ben & Jerry’s and Breyers for the top spot.
Regional preferences also play a role in the ice cream market. While vanilla is universally popular, certain areas show loyalty to specific brands and flavors. Tillamook is favored in the West, Blue Bell in the South, and Blue Bunny in the Plains states. Premium and specialty brands such as Alec’s Ice Cream, Rebel, and Van Leeuwen experienced notable year-over-year growth. Beyond vanilla, regional favorites include Rocky Road in the West, coffee ice cream in New England, and butter pecan in the South. Wisconsin consumers favor Moose Tracks, a peanut-butter-and-chocolate combination, while Tennessee prefers cheesecake-flavored ice cream, and Colorado and Wyoming residents opt for cherry. "For all our regional pride, America’s ice cream story is one about comfort first," Instacart concluded.